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Video Transcript

Each week Matthew Whyatt and Tracey James from Tech Torque answer your questions about marketing software and technologies B2B.

EPISODE #1: Why Storytelling Sets You Apart

MW: Hi, Matthew Whyatt here from Tech Torque and of course, once again, we've got Tracey on the line. How're you going, Tracey?

TJ: Well, thanks, Matt.

MW: That's good to hear. Hey, so this is Ask Tech Torque. Now what we're doing, this is a bit of a different format than the last couple of videos we've done. Ask Tech Torque is about taking the questions that we get asked from week to week and answering them from a sales perspective and from a marketing perspective. And this is specifically for businesses in the software and technology space. That sounds about right, doesn't it, Tracey?

TJ: Yes, sounds right to me.

MW: Perfect, okay. So actually, the first question that came up for me is, I was talking to a customer the other... last week, actually, and I said, tell me about your technology.

And he was telling me about his technology. And I said, wait a minute. Tell me the story of how you got there. He said, what do you mean? I said well, how did you get there? What did you look at? What did you see was a problem in the marketplace? You know, take me through the journey to get you to a point where you delivered this particular solution. And he went through it. And I said, that's great. That's what we want to tell people. That's how we're going to sell this.

And he said, well, why? Why do people care about that? Don't people more care about the bit rate and the and the ability, the speed and all these sorts of high tech things? I said, no, people love stories. And so what I was just talking with Tracey about there is you know, storytelling and her and I speak a lot about this sort of stuff.

So Tracey, I want to throw it across to you. If a customer asks you why storytelling's so important, how would you answer it?

TJ: Okay, well, I think there are four reasons why storytelling really makes a difference in marketing.

Firstly, it's human to human engagement. You're actually talking from one human to another. They're not just reading something. So firstly, there are humans involved if there's a story involved.

Secondly, it brings the story to life because it makes you real and makes you trustworthy. It makes the whole thing seem a whole lot more believable, if you like.

Now the third reason is it becomes relatable. You can use an example to show what you mean by your story. So, for example, one of our clients has an enterprise security solution. It has three modules. So their website may say, our solution has three modules. But if instead they said, using our modular approach, you can start with the security protection you need, which you can afford now, and build towards a comprehensive solution without redundancy or discard. That's a completely different proposition. So you're relating the fact, if you like, the speeds and feeds, to the problem.

And lastly, I think specifically in technology markets, storytelling differentiates you. Because as Matthew just said, everyone else is talking about speeds and feeds. If you come up with a story that relates your speeds and feeds to solving a problem over here for your audience here, that will make all the difference in the world because no one else in your market is doing it.

MW: Yeah, that's perfect, Tracey. So hopefully this little... the idea of these videos is to be nice and short, give you an idea to work with and play with over the course of the next week.

So, what I want you to do this week is to think about your story. What journey do to go through? How do you make it more relatable? Because as Tracey nicely put it, speeds and feeds... technology sometimes feels reasonably commoditized. But if you can tell the story, engage your customer from the heart, have them take the journey with you, then you'll be far more likely to get the lead from the marketing side. And then if your salespeople or you can tell the story again, reiterate that, give it more colour and depth, then you're gonna get the sale.

So that's all for this week for Ask Tech Torque. If you've got any questions, we would really love to hear your feedback. Love to get your questions. Make a comment below, subscribe to our newsletter, make sure you get in contact with us somehow because the question that you ask, we will answer, and that might help you grow your business. And that's really what we're here to do, Isn't it Tracey?

TJ: Absolutely.

MW: Fantastic. Alright, thanks very much, talk to you next week. Bye for now.

TJ: Bye